U.S. soccer star makes an appearance during World Cup courtesy of Verizon

Who’s on Top? – June 18-24, 2018

Spend on national TV ads remained relatively flat the week of June 18th compared to the previous week, however spend on new advertising fell by 37%. Overall, advertisers spent $957 million on national TV but only 10% of this, $97 million, was allocated to new commercials.

This large drop may be partially due to advertising during the World Cup. Many brands choose to front-load their new commercials towards the start of the tournament and re-air the same ads throughout the competition. So even though overall expenditures during the World Cup more than doubled week-over-week, reaching a total of $139 million, spend on new ads decreased by 42%, only hitting $14 million.

Creative Spotlight

Although the U.S. didn’t make the cut this year for the World Cup, Verizon gave U.S. men’s national soccer play Landon Donovan the chance to make an appearance anyway. Verizon recruited Donavan, along with current spokesman Thomas Middleditch, to promote the end of its one size fits all family unlimited plan. The wireless company spent $1 million airing the commercial at the end of the first half of various World Cup matches. Overall, Verizon spent $5.5 million on advertising during the tournament this week, including $3 million for new ads.


The week of June 11thVerizon ranked number one for ad spend during the World Cup with $4.0 million of expenditures, but this week it fell to number six despite an increased budget. The top five advertisers this week for overall TV spend during the tournament were Volkswagen (1), Sprint (2), McDonald’s (3), Apple (4) and Ford (5).

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.

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